gec plessey semiconductors - Archive Server

Two emerging market shifts prompt a rethinking of placing
responsibility for unique product differentiation on
engineering. First, the competition catches up and
leapfrogs our technology with distressing regularity and
speed. »^Mechnology itself has become a commodity and
crosses political boundaries and the boundaries of
engineering disciplines with increasing ease. Commodity
pricing and margin erosion soon follows. Today, even
proprietary products are subject to reverse engineering,
cloning, and commoditlzation.
Second, the user demands connectivity. Connectivity on
their terms. Unless you engineer your hardware and
software with compatible interfaces to other related
devices, your market potential shrinks. Knowing the
precise measure of what connectivity is needed by vour
targeted customer set is a marketing, not an engineering,
responsibility.
So basic is this shift, that using your own eyes and
depending upon your own judgement may become your
biggest competitive liability! You are challenged today to
replace your own views of your product, your own vision of
your markets,and your strategies with someone else's
vision!
5/22/91. 11:28 AM
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